During O'Brien's visit, he provided insights about the changing world of Public Relations; he refers to the combination of Public Relations and Advertising as "the narrative storytelling of corporations." The position O'Brien holds now at Ketchum did not even exist when he started 11 years ago. Nowadays, we live in a consumer world which grants more opportunities to influence dialogue and thoughts for Public Relations professionals. He presented a PowerPoint that explained how brand management has changed due to social media. "The Living Brand," the title of his presentation, emphasized how consumers make the brand which, in turn, changes the role of brand managers. Now, they must participate with consumers instead of directing the information they receive.
When O'Brien opened the floor to questions, PRSSA students were curious to know what experience would be attractive on a resume. O'Brien responded with valuable resume advice:
- Internships (Definitely essential!)
- Core writing skills (Also essential)
- Multi-tasker, a.k.a juggler
- Intellectual curiosity (O'Brien's personal preference)
|Michael O'Brien pictured with our |
PRSSA chapter's President, Alexis Murphy.